Economic Observation Network According to CCTV News App, go to the theater after work to watch immersive performances; Take your child into a handicraft workshop on weekends to experience intangible cultural heritage; The elderly at home use aging friendly smart devices and experience the silver haired cultural and tourism line... These small moments in life witness the comprehensive upgrade of consumption from "buying goods" to "enjoying services" and "experiencing products".

Opening the recently approved "15th Five Year Plan for Expanding Consumption" by the State Council, people feel that such scenarios will become even more diverse in the future. This is the first national level special plan for the consumption sector in China, which has a solid practical logic behind its introduction: current consumption has become the "main engine" driving China's economic growth. By 2025, the total retail sales of consumer goods in society will exceed 50 trillion yuan, and the average contribution rate of final consumption expenditure to economic growth during the 14th Five Year Plan period will reach 58.8%.

How to better leverage the role of the "main engine" of consumption in the next five years? How to better meet the growing needs of the people for a better life? The latest plan proposes goals such as achieving a total retail sales of consumer goods of around 60 trillion yuan by 2030, steadily increasing the proportion of per capita service consumption expenditure to per capita consumption expenditure, and deploying 28 key task measures to expand consumption. The plan will closely integrate "benefiting people's livelihoods" with "promoting consumption", and turn the grand economic narrative into a tangible and accessible livelihood temperature for thousands of households.

This temperature first and foremost lies in accurately responding to the urgent needs and concerns of the people, and returning service consumption to the principle of benefiting the people.

The plan lists "promoting service consumption, improving quality, and benefiting the people" as the top of the six tasks, and makes systematic deployments around seven major areas including life services, elderly care, childcare, culture and tourism, health, sports, and education. For example, accelerating the improvement of the three-tier elderly care service network in counties, villages, and towns to provide more security for the elderly; Accelerate the construction of a universal childcare service system, so that "early childhood education" is no longer anxious; Implement a regional catering brand cultivation project to enhance the quality of "happiness on the tongue"; Improving convenient measures such as staggered and delayed opening of cultural and museum venues, and integrating culture into people's daily lives... Focusing on people's livelihoods and meeting their expectations, this reflects the policy concept of "investing in people".

This temperature is also reflected in consolidating consumer power from the root, allowing ordinary people to "have money to spend and dare to spend".

The plan also mentions "focusing on improving consumption capacity", enhancing consumer confidence from four dimensions: employment, income increase, social security, and increasing public consumption, and solving the dilemma of "not having money to spend" and "not daring to spend money". Taking the implementation of long-term care insurance as an example. According to the national unified deployment, the insurance premium rate is controlled at around 0.3%. In many places, individuals only need to pay a few yuan to more than ten yuan per month, and severely disabled individuals can enjoy nursing expense subsidies ranging from thousands of yuan per month. This effectively reduces the caregiving burden on disabled families and indirectly unleashes their consumption power.As experts have pointed out, promoting consumption is shifting from "stimulating" to "consolidating the foundation", and consumer power has been seen as a prerequisite rather than a supporting means.

This temperature is also reflected in providing rich and diverse high-quality supply, making the people "willing to consume".

The plan emphasizes the cultivation and creation of new consumer formats, models, and scenarios. The policy focus has shifted from "filling the supply gap" to "improving the quality of supply", with new tracks such as first-time economy and experiential consumption becoming the focus. For example, in the first half of this year, 483 physical stores and 520 debut events were established in Beijing, combining new product releases with immersive experiences; The Chang'an Twelve Hour Street in Xi'an relies on AR and holographic technology to create Tang style real-life scenes. Since its opening, it has received over 7.5 million visitors from home and abroad, driving the explosion of Hanfu tourism photography and characteristic catering industries

It is worth noting that the plan proposes to deepen the promotion of "artificial intelligence+consumption", focusing on key areas such as home services, culture and tourism, education and training, and using artificial intelligence technology to create immersive and interactive consumption scenarios. This conforms to the trend of rapid development of new technologies, shifting from solving the problem of "whether there is" to pursuing "whether it is good or not", and meets the consumer upgrade demand of the public that emphasizes "experience and individuality".

This temperature is further reflected in the improvement of the system and the optimization of the consumption environment, allowing the people to truly enjoy consumption.

A high-quality consumer experience cannot be achieved without sound institutional guarantees. The plan focuses on the pain points and bottlenecks of mass consumption, showcasing humanistic care in everything from car purchases and housing security to consumer supervision. For example, in response to the car buying difficulties that the public is concerned about, the plan proposes to guarantee the car buying needs of "long-term unstable" families without cars by years. Previously, Hangzhou had adjusted the application threshold for the "long-term shaking failure" category indicators from 72 times to 48 times; Guangzhou stipulates that individuals who have accumulated more than 72 lottery draws can directly apply for the quota of ordinary car increment, which is a beneficial exploration. At the same time, the plan proposes to support financial institutions in expanding credit investment in the consumer sector, implementing a rest and vacation system, etc., with the aim of improving long-term mechanisms and making consumption more worry free and comfortable.

This year marks the beginning of the 15th Five Year Plan. The latest data shows that the total retail sales of consumer goods and services in China increased by 2.7% year-on-year in the first half of the year, and the consumer market continued to stabilize and improve. In the next five years, with the gradual implementation of the "15th Five Year Plan for Expanding Consumption", the dividends of economic growth will be effectively transformed into the improvement of everyone's quality of life. And as ordinary people dare to consume, are willing to consume, and enjoy consumption, the endogenous driving force of the domestic circulation will also become stronger and stronger.